The YouGov BrandIndex has been released. The Index focuses on the ‘health’ of brands. John Lewis has topped the UK ranking of consumer perceptions of quality and reputation, followed by the BBC iPlayer and Sony.

However, as YouGov pointed out it “should be noted that all of the data for the list was compiled before the BBC published its pay figures”. Would the ranking be as high post-reveal?

When it comes to value, Apple has been named as the world’s most valuable company. Marks & Spencer took fourth position, followed by Amazon in fifth place, Samsung in seventh, Heinz in eighth and Boots is tenth on the list. These rankings take into account perceptions of the brand’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others.

For the global ranking, Google comes out top. Beating Facebook and Google’s sister company YouTube. Technology firms feature heavily on the global list. Samsung comes in fourth, WhatsApp comes in fifth and Apple’s iPhone comes in sixth spot and Amazon comes in seventh. Toyota, Addidas and Colgate complete the top 10.

Accessibility and familiarity are key reasons for the success of these brands. Ted Marzilli, chief executive of YouGov’s data products, said: “Tech brands dominate this global list and with good reason.  By their very nature the likes of Google, YouTube and Facebook are open and accessible in most places on earth to anyone with online access. The presence of Samsung and Apple iPhone are a sign that our mobile devices have become the remote controls for our lives. All of the brands in the ranking are mainstream with broad utility at their core, and this is as true of the likes of Toyota and Colgate as it is for WhatsApp and Samsung.”

Amelia Brophy, YouGov’s UK head of data products, pointed out that: “While the global rankings are dominated by brands born in the past 20 years, the UK list is predominantly made up of ones that have been around a good while longer.

“What is striking is that brands such as John Lewis and the BBC have successfully moved with the times, providing services in online settings while continuing to make a virtue of their brand heritage”

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